First of all, these "premium VOD" titles are only available to DirecTV customers. DISH Network, Comcast, and Time Warner won't be receiving the service. If you are going to go ahead and piss off theater chains, maybe you should do it in a way where you reach as many customers as possible instead of a select few. That might help with the risk versus reward factor. But even if all television providers had the service, it still may not be that enticing.
The titles become available 60 days after a movie is released in theaters with a price tag of $30. Most movies are released on DVD and Blu-ray 120 days after release. Now if you were able to wait two months to rent a movie, wouldn't you wait another two months to be able to own it for the same price if not less? Especially given the fact that when you buy the movie on Blu-ray it will have superior picture and sound quality. In fact, if you wait just a little past the Blu-ray release date you can rent the movie from VUDU or CinemaNow or Netflix for next to nothing. In short, not a very well thought out price point for this service.
It's hard to see where the market is for this service. It doesn't give you the incredible access of the Bel-Air Circuit, nor the dollar to play value of a Blu-ray. It would seem that the studios are specifically targeting the home theater enthusiast market with this service. However, there is one last, and very big, problem with that: home theater enthusiasts demand more quality than this service offers. Until a service of better quality comes along, wait the two months and get the Blu-ray.